PENGARUH PRIOR BRAND REPUTATION DAN BRAND TRUST TERHADAP PERSEPSI KEBERHASILAN PRODUK PASCA-PENARIKAN BPOM DENGAN PERSEPSI CRISIS MANAGEMENT CAPABILITY SEBAGAI VARIABEL MEDIASI (STUDI PADA KOSMETIK PINKFLASH)

The recall of several PinkFlash cosmetic products by BPOM has generated various consumer perceptions regarding brand reputation, brand trust, the company’s crisis management capability, and product success after the crisis. This study aims to analyze the effect of Prior Brand Reputation and Brand Trust on Product Success, with Crisis Management Capability as a mediating variable. This study employed a quantitative approach using a survey method through the distribution of Likert-scale questionnaires to 144 respondents who were PinkFlash cosmetic users and were aware of the product recall case by BPOM. The sampling technique used was purposive sampling, and the data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS. The results indicate that Prior Brand Reputation has no significant effect on Product Success, while Brand Trust has a positive and significant effect on Product Success. Prior Brand Reputation and Brand Trust have positive and significant effects on Crisis Management Capability. Crisis Management Capability has a positive and significant effect on Product Success. The mediation test results indicate that Crisis Management Capability is unable to mediate the effect of Prior Brand Reputation on Product Success but is able to mediate the effect of Brand Trust on Product Success. These findings indicate that consumer trust and the company’s crisis management capability are important factors in supporting product success after a crisis.